Worldhotels has announced the Crafted Collection, a new brand aimed at independent properties in the upscale, upper-upscale and luxury segments.
The group – which was acquired by Best Western last year – said the new portfolio will comprise of “a curated collection of independent hotels that offer cutting-edge design, immersive guest experiences and expert service”.
Worldhotels said that the collection would launch this year, and would have “minimal branding requirements and customised storytelling for each property”, featuring properties “that capture the spirit of the destinations they serve”.
The group said that hotels within the collection would be expected to maintain a Trip Advisor rating of 4.5 or above.
Worldhotels is the latest in a line of hotel groups to launch collections aimed at independent hotels. Marriott offers the Autograph Collection, while Hilton has Curio, Wyndham has Trademark, and Hyatt the Unbound Collection.
Commenting on the news Kristin Intress, chief executive officer of Worldhotels, said:
“The announcement of this new collection perfectly showcases the tremendous future that lies ahead for Worldhotels and our family of creative, innovative and independent hoteliers.
“Worldhotels Crafted Collection will be a selection of wonderfully unique design properties. With bold style and strategically designed social spaces, travellers will be pulled from their rooms to experience something more than the status quo. These hotels will deliver a truly immersive experience where guests can create lasting memories.”